1. Copy Clinic Being more creative in your communications
Stephen Pidgeon

2. Some contact details… Email me: stephenpidgeon @ gmail.com
Website: www stephenpidgeon.co.uk
Rarely, I tweet: @ stephenpidge
Published last Spring

3. Today Plus FOUR exercises The art of finding connection
Common barriers
Connecting properly – the notion of a ‘concept’
Creativity in your own, and when you judge others’ writing – a check list for you
Plus FOUR exercises

4. My learning…
Connect with people BEFORE you ask

5. Connect first, then ask…
You don’t need a ‘thing’
You simply need to catch your audience…
Emotionally!

6. Why?
‘The essential difference between emotion and reason is that emotion leads to action and reason leads to conclusions’
Donald Calne, Consultant Neurologist University of British Columbia

7. 6 common barriers to connection…
Talking about yourselves – count the We’s

8. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services

9. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way

10. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
…trouble is, you work for the charity
you think it’s a lot more important than it is

11. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
A sure indication is the phrase…
‘Please give us a donation and we will…’

12. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
A sure indication is the phrase…
‘Please give us a donation and we will…’
Another….
‘Please give to our Annual Appeal’

13. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
Poor choice of signatory

14. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
Poor choice of signatory
Just telling a story

15. Telling stories is difficult…
We ignore hundreds of stories every day
…because we are not ‘connected’ with them
Engaging people with a written story is INCREDIBLY difficult
Writing an engaging story when ten people have to approve the copy…
…is IMPOSSIBLE!

16. 6 common barriers to connection…
Talking about yourselves – count the We’s
Talking about your services
Getting in the way
Poor choice of signatory
Just telling a story

17. Today The art of finding connection Common barriers
Connecting properly – the notion of a ‘concept’
Creativity in your own, and when you judge others’ writing

18. Connecting properly… You need a CONCEPT
You need to know your audience
You need an idea
David Ogilvy said you needed a ‘Big Idea’
You need a CONCEPT
Two skills for catching ‘concepts’;
thinking sideways, not straight
spotting interesting snippets

19. Concepts CONNECT with donors
Connecting properly…
You need to know your audience
You need an idea
David Ogilvy said you needed a ‘Big Idea’
You need a CONCEPT
Concepts CONNECT with donors

20. Public Broadcasting (PBS) in the US…

21. Two skills to find a concept…
Thinking sideways not straight
Spotting interesting snippets

22. You’re looking for ‘snippets’
Exercise 1
You are meeting the father of the pair in this Coastguard case
List the questions you want to ask him (and his wife!)
You’re looking for ‘snippets’

24. You’re looking for ‘snippets’
Exercise 2
You are meeting the UK Children Social Worker who wrote the appeal
List the questions you need answers to
You’re looking for ‘snippets’

25. Snippets…
Come from conversations with people in the thick of it; staff, volunteers or beneficiaries
Come from pics, well-chosen or created
They always involve people
Their job is to ‘connect’ with the donor
Snippets can become concepts, on which to hang the appeal

26. Today The art of finding connection Common barriers
Connecting properly – the notion of a ‘concept’
Creativity in your own, and when you judge others’ writing

27. A golden guide – is all this clear…
What’s the problem?
Why should I (the donor) care about it?
What is this charity doing about the problem?
What can I do as a donor?
Why do I need to give now?
What happens if I don’t give?
What is their proof of success?

30. A golden guide – is all this clear…
What’s the problem?
Why should I (the donor) care about it?
What is this charity doing about the problem?
What can I do as a donor?
Why do I need to give now?
What happens if I don’t give?
What is their proof of success?
Exercise 3

31. Exercise 4
A cancer charity in Northern Ireland

33. Today The art of finding connection Common barriers
Connecting properly – the notion of a ‘concept’
Creativity in your own, and when you judge others’ writing

34. Some contact details… Email me: stephenpidgeon @ gmail.com
Website: www stephenpidgeon.co.uk
Rarely, I tweet: @ stephenpidge
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